In the latest post of our "Diverse Voices" blog series, Three Box summer intern Alexia Johnson debunks stereotypes about Gen Z and analyzes ways that their integration into the workforce will actually drive industries forward.
Viewing entries tagged
In the last few years, #sponsored has evolved from a discrete footnote to a glaring advertisement on our feeds. In an age where consumers are sniffing out authenticity and turning their backs on traditional marketing efforts, how can you ensure your influencer marketing campaign sticks? Three Box Senior Associate Teddi Cliett weighs in.
We compiled a list of our favorite marketing stunts, company rebrands and unforgettable campaigns from the year.
Three Box intern Kaylie David shares a recap of the Pro-Am luncheon and Pegasus Awards ceremony.
Get to know our current intern, Kaylie Davis.
It's a news source, a place to consume pop culture, a channel for audiences to engage in live events, a customer service platform and much more. With 330 million global users, Twitter is clearly the place to be - but are YOU maximizing Twitter?
$500,000. On average, that’s what a Kardashian/Jenner makes for a single Instagram post. Influencers are everywhere, so how should you leverage them?
2018 is here, and we’re optimistic about what this year has in store for public relations and marketing. Here are the top five trends on our radar.
People tend to zero in on media relations and social media when they think about public relations, but there are so many other ways to engage and connect with audiences. Corporate events, in particular, can turn a good campaign into a great one by creating authentic, direct touch points for audiences to interact with your brand.
An interesting article recently came out at CIO Dashboard, entitled “Who’s in Charge of Digital?” The world often presents dramatic business changes that cause questions about C-suite roles and responsibilities. But I'd caution leaders to pay close attention when changes are proposed to executive designations.
Unless you’ve been living under a rock, you’ve heard of Snapchat. The mobile app has done some big things lately and is making strides toward becoming a relevant social platform and news source – so much so that The Wall Street Journal and the White House have jumped on the bandwagon. WSJ
The Wall Street Journal is now publishing stories on Snapchat and it’s safe to say Snapchat has officially earned a seat at the social media VIP table. The pairing of an established and prestigious newspaper with an app primarily used by millennials is a win for both parties. For the Journal, it’s an avenue to reach and retain young readers. For Snapchat, whose users are mostly young people, the addition of the Journal may appeal to an older audience and attract new advertisers.
The White House
Yep, the White House joined Snapchat just in time for the President’s State of the Union address last month. This isn’t the first time the Obama administration has taken strides in the social media world – President Obama is the first sitting president to have his own Twitter account and Facebook page. Obama’s director of product management said the White House was joining Snapchat to reach the growing percentage of the population that uses the app to consume news and share with friends. I bet Snapchat was pretty pleased to hear the White House thinks the app is 1) big enough to reach the national audience and 2) a legit news outlet for something as prestigious as the SOTU.
Snapchat has offered geofilters – geographically restricted graphics that can be added to a user’s photo or video – for a while. However, it just introduced a new geofilter option that will allow anyone, even smaller companies, to submit temporary geofilters for a party or an event for a $5 fee. The company currently receives floods of “on-demand” geofilter submissions, but Snapchat hopes the fee will slow the pipeline to a more manageable number of submissions. As Snapchat continues to grow, this is a huge innovative step in terms of both revenue and user retention.
Whether you’re a fan of Snapchat or not, you can’t deny the company’s ingenuity and strategy. The app is constantly searching for ways to reach a broader target market AND create new channels of revenue.
Bravo, Snapchat, bravo.
Earlier this month, PRSA Dallas hosted Martin Waxman, APR to speak at a well-attended social media workshop. He provided strategic insight that was easy to both understand and implement, but I was particularly interested in the concept of “PR by the micro-moment.” Google describes micro-moments as “a critical opportunity for brands to shape our decisions and preferences.” Where are we turning to in these moments? Presumably, our iPhones.
During the discussion, Waxman referenced an interesting article by Scientific American on how the Internet is beginning to replace a friend or family member as a companion in sharing the daily tasks of remembering things. Because of our dependence on mobile devices, we are increasingly turning to Google or Siri to give us the answer we want NOW.
What does this mean for marketing and public relations? Everything has changed. Waxman posits brands are looking at audiences the wrong way. Throw demographics out the window and instead understand that the immediate need of a consumer supersedes any brand loyalty.
Remember Google’s mobilegeddon? Website rankings are now penalized if not optimized for mobile. They did that for the convenience of their consumers, who could be your consumers too. Lisa Gevelber, vice president of marketing at Google, writes “When someone has a want or need, they turn to their smartphone for help—whether it's a karate newbie watching an expert do a move on YouTube or a mom looking for the best deal on a pair of sneakers. When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions.”
Life imitating art yet? Here’s the takeaway:
First, you need to be there when the customers arrive in these micro-moments. This means creating a web presence that straddles search engines, social media networks and wherever else your audience may be lurking. Brand strategy also needs to incorporate more than just mere presence to win over a potential customer. The content available needs to be useful to the consumer. The information needs to be offered clearly and in an easily digestible way. Think DIY videos or short, practical case studies—whatever best meets their need. Finally, the strategy needs to incorporate a real-time component. How many times have you closed an Internet tab or exited an app because the load time took too long? Work to create a desire path making the user experience seamless and quick.
Micro-moments are completely changing the game and the opportunity is palpable. Whether you’re working with a corner store or Coca-Cola, shifting your focus to enhancing the consumer journey through these micro-moments will surely elevate your marketing success.
By Shelby Tidwell The evolution of global news media has affected news outlets everywhere, including the Associated Press (AP) – the largest and most respected news organization in the world – which has altered its corporate communications department to contend with ever-changing media standards.
Ellen Hale, former senior vice president and director of corporate communications at AP, recently spoke to PRSA Dallas and Press Club of Dallas members about her time at AP and offered “The 10 Commandments of Corporate Communications.”
Corporate communications should be the canary in the coal mine. You should be the first to indicate if a situation could be misinterpreted by the media.
If it looks like the issue has wings, get in there fast and disrupt it before it gains traction with the media or public.
Don’t count on anyone calling for comment or clarification; assume they will run with their own interpretation of the story or image.
Be proactively transparent.
If you’re wrong, fall on your sword – fall on it fast and completely.
Explain, explain, explain!
Know when to stop explaining. Get in, get out and don’t extend the issue any longer than you have to.
If you don’t have shareable content, you’re sunk.
Social media can be a curse, but it has proven to be a friendly beast – take advantage of it!
Cultivate relationships with those in the media who can help.
If there’s a trend in Ellen’s list, it’s that honesty and transparency are not optional. The bigger and more powerful your organization is, the more likely you are to be under scrutiny. Don’t give your critics the chance to misinterpret your message – but if they do, be the one to correct it.
A recent Harvard Business Review article has been making the rounds in the marketing and communications circles, “Content Is Crap, and Other Rules for Marketers” by Greg Satell. We’ve all heard that content is king, so declaring that content is crap is a pretty strong statement to make. The point isn’t that content doesn’t matter. The point is you should want more than some flash-in-the-pan content—you should want a relationship with the consumer. The article explains, “Today, marketers need to build an ongoing relationship with consumers and that means holding attention, not just grabbing it. To get people to subscribe to a blog, YouTube channel, or social media feed, you need to offer more than a catchy slogan or a clever stunt. You need to offer real value, and offer it consistently.”
We like this idea. We see this as relationship building, and relationships are what drives engagement and results for businesses and organizations.
Thinking about this relationship-building and engagement-driven content, I wanted to highlight some organizations on our radar. These are just a few examples that have caught—and kept—our attention by keying in on the human experience.
General Electric– GE has been pumping out quality content since before Ronald Reagan was in politics. They are constantly innovating, and I, personally, am consistently impressed with its marketing efforts beyond the customary Facebook and Twitter channels. I have to admit I follow GE on Instagram, Periscope, Snapchat and even LinkedIn and Tumblr. It’s all different content, and it’s all done exceptionally well.
GE has come a long way since the days of General Electric Theater. If your team needs some inspiration in the digital space, check out how GE is and engaging the younger generations through #EmojiScience.
- Bonus: GE Health is also creatively promoting their new Automated Breast Ultrasound technology by explaining breast density with emoji. (Don’t worry, it’s pretty G-rated.)
Southwest Airlines – You’d be hard-pressed to find a value airline that has more LUV for its customers than Southwest. Enter its new trademark: Transfarency, Southwest Airlines’ philosophy that means “low fares actually stay low — no unexpected bag fees, change fees or hidden fees.”
So our bags fly for free, and the in-flight hot chocolate always hits the spot. We’re on board, but what’s really caught our eye with Southwest lately is its Periscope channel. While most big brands have jumped on the Periscope band wagon, Southwest has definitely set itself apart from the noise. Building anticipation through Twitter, Southwest shows us different sneak peeks inside the company that aren’t stuffy or scripted, and the company engages with its viewers by listening and responding to comments. Viewers get an inside look at operations, company events and employee life, and back in August, Southwest put the Texas Rangers to work for a day! Southwest is definitely one to watch.
REI – This company is truly all about relationships. REI is a co-op and values its members heavily. They offer special events, discounted rates for its Outdoor School and a great return policy for members—not to mention the year-end rebate. REI promotes clean, crisp and wanderlust-evoking images and videos on Facebook, Twitter and Instagram that make you want to quit your day job…
If you haven’t heard yet, REI plans to #OptOutside on Black Friday and is closing all 143 of its stores for the day. This bold move, which includes delaying any online sales that day and paying its employees to enjoy the day outside, aligns with the company’s core values. While social is still reeling from this news, we’ve also noticed a coordinated effort for holiday shopping encouraging “no inside gifts.” People seem to like the idea to #OptOutside on Black Friday, and admittedly, it’s probably going to create much more consumer-created content for them. Overall, well-played.
With everything floating out on the internet, we’re impressed by what these brands are doing to grab our attention and keep us engaged. We’re on the lookout for what’s next, what works and what doesn’t, and we’re interested to hear what you think, too. What’s on your radar? Comment below and fill us in!
Did you know September is Ethics Awareness Month at Public Relations Society of America? To highlight the importance of adhering to an ethical code in our work throughout the year, PRSA has made “Ethics Every Day” the theme for the month this year. We all know ethics should be a part of our everyday routine, but it may not always be something that we work toward purposefully. Ethical lines and gray areas can grow especially hazy when interacting with audiences on social media channels. As the social media landscape rapidly evolves, it’s vital to have strategic guidelines for real-time response, content management and an approval process at your company or agency.
In PRSA’s Ethical Standards Advisory ESA-20, issued this month, the Board of Ethics and Professional Standards tackled the heady task of incorporating ethics in social media marketing. We encourage you to take the time to read over this advisory and apply it in your work. Here are some key takeaways as they relate to social media:
- Disclosure: Be transparent with full disclosures of background, affiliations and sponsorships to viewers, users and other stakeholders.
- Safeguarding confidences: Protect confidential information and adhere to rules and guidelines of proper disclosure of information. Know when and when not to post. If you’re unsure, seek guidance and approval from legal counsel or appropriate authority.
- Free flow of information: Develop guidelines for sponsored content.
Be sure to visit PRSA’s Ethics Month site, where you can find thoughtful resources ethics. It has links to this month’s PRSAY ethics blogs, a schedule of #PREthics Twitter chats, a free webinar later this month, a link to the PRSA Ethics Quiz and even a free PRSA Ethics app available in the Android Market and the App Store. Plus, don’t miss the Ethical Essential Ingredients printable cut and fold box you can keep on your desk as a reminder or a just a great conversation starter!
Photo Credit: Social Media Outsourcer - Anderson Brian; PRSA Ethics app and Ethical Essentials Ingredients
Our society is continuously inundated with information through an ever-growing field of tools and mediums. As a corporate or government leader, it can be hard to know which channels are most effective and how to get your message across. Customers, media and other key audiences are demanding direct access to corporate and government leaders, and communication from the top has become increasingly scrutinized. We’ve got examples of the best tools for executives to make sure you—and your brand—are understood.
Facebook, Twitter and Instagram are great options for leaders and executives to directly engage with new, broader audiences. A recent a Public Relations Global Network Survey discovered that journalists regularly peruse a CEO’s social media presence—LinkedIn, Twitter and Facebook—before an interview. Other studies have shown that CEO engagement on social media helps drive consumer spending and create brand loyalists. Executive presence on social media may be the last thing in the world a CEO has time for, but check out these examples before you write it off:
-President Obama generated more than 50,000 tweets last week with his #AskPOTUS Twitter chat. The initial response was so overwhelming that it took one hour before his first response.
-Mashable CEO Pete Cashmore used a selfie stick to give viewers an inside look of SXSW with Meerkat broadcasts.
-NASA and the United States Air Force used Periscope to interview Astronaut Terry Virtz upon his return from the International Space Station.
-Former Governor Perry previewed his 2016 campaign bid on Snapchat.
-Elon Musk teased out new Tesla product lines on Twitter and stocks jumped.
-Intel CEO Brian Krzanich opted for a Reddit AMA, but came under criticism for avoiding top two questions regarding the NSA.
-Facebook COO Sheryl Sandberg brought tears to our eyes with a post about her late husband.
-DFW Airport has been hosting #AskDFWExec Twitter chats to connect AvGeeks everywhere with a sampling of their executive leadership. Watch for EVP Ken Buchanan on July 10.
Opinion editorials in local, business and trade media publications are a great way to put the leader or company’s message on the record. Strategically placed editorials can impact public opinion before an election or vote. It can also be a great way to highlight and raise awareness on different issues. See some of my favorite examples below:
-McDonald’s CEO Steve Easterbrook’s Chicago Tribune Op-ed, “Why we're raising wages”
-Former first lady and founder of Taking Care of Texas Laura Bush’s column in The Dallas Morning News, “Conservation can start in your own garden”
-Levi Strauss & Co. CEO Charles Bergh Forbes Op-ed, “Do the world a favor n’ wash your jeans every 10 wears”
You can also consider speaking engagements or conferences where there will be industry leaders, rising experts and respected media. A speaking circuit of handpicked events can be an effective way to get your message heard and confer with influencers. Participating in these types of events also positions your executive or executive team as the trusted industry leader and expert.
Last month, the LPR team helped place ConocoPhillips’ Chief Technology Officer Ram Shenoy as a keynote at the University of Colorado-Denver’s Energy Moving Forward forum.
Clear and effective communication is crucial to the success of any leader. Much more goes into a CEO media orientation and preparation, but exploring these tools can help set your business leader apart from the crowds.
What are some techniques or stories you’ve seen or used when working with c-level clients?
Be sure to check back with us for Communications from the Top: Effective CEO Messaging.
In a world that is more connected than ever, it’s hard to imagine something could increase global connectivity, particularly on a social media level. Cue free live-streaming and connect it to Twitter.
For those who don’t know, Periscope is an app that lets a user film in real-time what’s happening around them on their phone. Other users can then log in either on Twitter or on Periscope to watch the live stream. Since Periscope is integrated with Twitter, a user’s Twitter followers instantly become a part of their Periscope audience.
There are no time or memory limitations, because the video is not saved to the phone. Users have 24 hours after filming to view the stream, which means Periscope combines the exclusivity of Snapchat, the relevancy of a news site and the brevity and immediacy of Twitter.
So, more than just being a cool, new trend, what does Periscope mean for businesses?
Just as the name implies, Periscope allows a user to look up and out, seeing and experiencing things they wouldn’t otherwise be able to.
Periscope significantly increases audience engagement. Users can experience an event even when they cannot physically attend. Thanks to Periscope’s live-commenting feature, audiences also can engage real-time with the person filming and others who are watching.
Similarly, a company can ask customers and communities what they think of an idea or product and expect real-time responses. Research doesn’t get much easier than that.
A business could make an announcement via Periscope, using the anticipation factor to the company’s advantage while also giving viewers a sense of inclusivity.
For a change of pace, a company can use the app for more casual streaming, like offering behind-the-scenes looks at the office and team members. Candid streams here and there can make a business more relatable to customers and clients.
Another draw for companies and brands to use Periscope is the ability to track metrics on its streams. Periscope provides data, such as viewers, time watched and duration.
Live-streaming as a social media platform is gaining traction. Periscope can become a powerful tool for engagement once social media users – both businesses and individuals – find their Periscope niche and utilize its potential.
If you haven’t streamed a video on Periscope, try it out. You’ll find traveling the world on your lunch break is not so absurd after all.
Some of our favorite Periscope users:
The Dallas Morning News (@dallasnews) -- Local events and news coverage.
Jimmy Fallon (@jimmyfallon) -- Always a laugh.
Roger Federer (@rogerfederer) -- Where else can you watch him practice his back hand?
Photo by Anthony Quintano via Flickr